Although Headlam are the largest trade flooring company in Europe, they’d grown through the acquisition of various, disparate flooring businesses.

This meant that a more cohesive brand structure and updated brand identity were urgently needed – to reflect their neglected expertise in sourcing, ranging, merchandising and promotion.

We first created a new brand model to simplify the brand structure for the 56 business brands within the group. We then defined what the brand should stand for across multiple audiences, before redesigning the brand identity across all channels.​